What kinds of vehicles count as ZEVs?

Automakers have made enormous investments to promote ZEV technologies and produce a variety of models for sale.

Manufacturers are spending tens of billions of dollars on R&D, to modify assembly plants, and to produce and promote ZEV vehicles.

There are 32 different ZEV-qualifying models currently on the road in California. 7 more are expected by MY 2018. Dozens more are in the production pipeline – projected to be over 70 models by MY 2021.

ZEVs of all different shapes and sizes – mini-compacts, two-seaters, subcompacts, compacts, midsize and large sedans, station wagons, SUVs, mini-vans – are in the market today with both two-wheel drive and all-wheel drive options.

The current problem is that there are not enough ZEV customers yet.

While the number of ZEV-qualifying battery electric, plug-in hybrid electric, and fuel cell electric vehicles has substantially expanded these past several years, ZEV sales have stagnated to around 3 to 4 percent of the market.

California ZEV Market

Aggressive pricing of ZEVs by automakers has not helped boost sales.

Increasing the number of ZEVs with a more stringent mandate doesn’t solve the problem.

What government can do to work with automakers to meet California’s goals:

Invest in ZEV infrastructure to build more charging/refueling stations. No one will buy a car if they cannot fuel it.

Lower ZEV fueling costs. In many parts of California, it costs more to refuel a ZEV than it does its gasoline equivalent.

Help build customer awareness and confidence. Few consumers are willing to change over to ZEVs if they are unfamiliar with their benefits.

Model-specific and brand advertising won’t solve the problem alone.
While 90 percent of buyers reported doing specific product research before stepping into a dealership, 86 percent of shoppers are likely to have picked in advance the type of fuel their vehicle will run on well before beginning the car search process.

A comprehensive consumer education effort – similar to California’s Flex Your Power campaign – would increase customer awareness of ZEV technologies and their benefits, range, and options long before consumers begin the actual new car search process.